The Atrium Shopping center in Santo André was specifically located so that it would be near people. In order to prove this, Brazil's Agencia Tudo set up a very clever way to show people just how close the new mall is to their own houses.
Veja Sao Paulo magazines were sent out to 6,000 subscribers in personalized envelopes that were printed with directions from their own houses to the Atrium Shopping mall. As well as demonstrating how close by the mall is, the envelopes also double as functional maps, showing people the best routes to take to visit the shopping complex.
Considering that thousands of people got individually printed maps sent to them, it's a pretty impressive campaign and most likely a successful one too.
Personalized Shopping Maps
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